Market representations in industrial marketing: An experimental investigation

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Sammanfattning

This study tests whether market representations influence marketing strategy. Through experimental design, service-oriented vs. product-oriented marketing strategies were compared according to the treatment of two types of market representations. Market representations that integrate the capabilities of an organization with the market (i.e. performative), and market representations that separate the market from the firm (i.e. ostensive) were presented as treatments. Results indicate that a service strategy is more likely when market representations are performative, and also, that a product strategy is more likely when an ostensive market representation was presented. For marketing theory, the experiment demonstrates that, under certain conditions, the form in which market views are privileged is relevant for business strategy. For industrial marketing, the experiment demonstrates that a service focus strategy is more likely adopted when market representations are destabilizing and dynamic; as opposed to product differentiation strategy which is more likely chosen when market representations are indicative and stable.
OriginalspråkEngelska
Titel på värdpublikationProceedings of the 29th IMP Conference
UtgivningsortAtlanta
Utgivningsdatum2013
StatusPublicerad - 2013
MoE-publikationstypA4 Artikel i en konferenspublikation
EvenemangIndustrial marketing and purchasing group conference 2013 - Atlanta, USA
Varaktighet: 30.08.201303.09.2013
Konferensnummer: 29th

Nyckelord

  • 512 Företagsekonomi
  • KOTA2013
  • Equis Base Room

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